Clear Channel Radio has found its first buyer for blinks, its new one- to three-second radio spots. Fox Broadcasting Co. is the first to purchase and use two-second radio spots in an effort to promote the fall season premiers of “Prison Break,” “House” and “The Simpsons.” [AdAge]
Tod Maffin calls these “pop-up’s for radio.”
“I’m astonished at how long it takes an idea to filter from the early adopters to the masses. What sort of person just read the Da Vinci Code or just discovered the iPod? I was standing in a nice store in a nice suburb and heard one 25 year old explain to a 30 year old what gmail was… it’s so easy to assume that everyone already gets it.”
— Part of the answer to one of ten questions Hugh Macleod posed to Seth Godin
We have a lot of talented, experienced radio people where I work. What if one of the honchos called us (I’m including myself based on experience, not talent) all together and said, “I’ve been reading about these podcast things and I think we should have one. Money is no object, but I want a show that delivers 100,000 downloads a week and you have one year to deliver. Go get ’em.”
Could we do it? Where would we start?
Topic. Do we pick a topic in which we know there’s a lot of interest? Or is that space already too crowded? Does it matter if the people on our team know anything about the topic? Must we be passionate about it or will our “professionalism” carry us through?
Talent. Do we want a veteran broadcaster? Or a fresh, undiscovered talent? Should they be funny? Young? Old? Do we go with co-hosts?
Format. Do we make it slick with lots of production values? Or do we go for from-the-basement, hand-held camera realism? What about frequency/length? Daily five minute update or weekly half-hour magazine?
Promotion. Okay, we’ll submit our feed to iTunes and all the podcast directories… what else? We’ll pester all the A-list podcasters in hopes of a link or a mention. Should we buy some spots on MSM outlets?
Sheesh! So many questions. And probably not that different from what radio and TV programmers do all the time. If they can’t deliver the ratings within a reasonable time period, the show gets yanked. But they’re starting with an audience. What does it mean when you have zero listeners on Day One?
And every day there is more competition for attention. The potential audience is ever more fragmented. And if they try you once and don’t like what they hear, they never come back. In the Old Days, you listened to your local radio stations… or you didn’t listen. So we get ONE SHOT with each listener, who has HOURS of podcasts on her nano. She can’t listen to what she has, so why will she listen to our new podcast?
If I were a honcho, I think I’d approach this differently. I’d put out an open call to everyone one in the company (not just the reporters and producers and writers and “talent.”) Anyone wants to produce a podcast… we’ll provide the equipment, technical support (hosting, bandwidth, etc), and give everyone half a day every week to produce their podcast. You pick the topic but you must produce a show every week or it’s back to the cube. Then we sit back and watch what happens.
Many (most?) will give up after the first few weeks. Too much work, not as much fun as they thought it would be. Would we get any break-out hits? Don’t know. What I do know, you’d wind up with something very different than from the first model. Instead of a podcast with 100,000 downloads… maybe we wind up with 100 podcasts, with 1,000 downloads.
Just received my copy of Seth Godin’s new book, small is the new big and flipped it open to page 155:
“The number of channels of communication is going to continue to increase. And either you’ll have a channel or you won’t. Either you’ll have access to the attention of the people you need to talk with (notice I didn’t say “talk at”), or you won’t. So the real question to ask isn’t, “How much will I get paid to talk with these people?” The real question is, “How much will I pay to talk with these people.”
The title of the book refers to a blog post from June, 2005. Godin talks about the new book in a half-hour, moderated Skypecast this afternoon at 4:00 p.m. CDT.
Update: Poor old Seth had to introduce himself because the moderator has tech issues and was late getting into the Skype call. Looked like about 25 or 30 folks on the call and they never got around to taking questions. Typepad — which sponsored the Skypecast– plans to post portions of the audio on their blog.
“I’ll tell you what executives from big companies (like Kraft, Procter and Gamble, GM, and others) who were at MSN’s OWN ADVERTISING CONFERENCE told me. An influencer is worth THOUSANDS of times more than a non-influencer (influencer is someone who tells other people stuff, which is why blogging is getting so much advertising attention lately). That’s why Google is charging more per click than MSN is (Google has more influential users).”
— Robert Scoble via Gaping Void
The company I work for owns (leases?) the multi-media marketing rights for some of the largest collegiate athletic programs in the country. So this story in USA TODAY about smaller colleges and conferences turning to the web to to deliver football and other sports, jumped out at me.
“Northern Arizona offered webcasts of home football games last year. Using the four cameras already set up to provide replays on the stadium scoreboard, the school added audio from their radio broadcasts along with continually updated statistics. Fans will be able to choose which team’s audio feed to which to listen. Games will be archived and can be downloaded to portable devices like Apple Computer’s iPod.
This fall, ESPN’s new online channel, ESPN 360, will show 30 football games, 10 of them, involving teams such as Virginia Tech, Purdue, Miami and Minnesota exclusively on that website. The site, available to about 6 million homes, will also have such features as chat rooms, statistics and online polls.
The schools don’t see the Web replacing television. Major conferences make millions of dollars from their football and basketball television contracts, but many also plan to webcast other sports, such as volleyball or swimming.
The Big Ten Conference announced plans this summer create its own cable channel for minor sports. The Big Ten Channel also will be available through the Internet, iPods, cellphones and other technologies.”
Note to Learfield Senior Management: Read The Long Tail to understand why and how this is happening and what it might mean for those of us at the “head.”
Since the beginning of this season of Deadwood, I’ve been wondering if this is the end. Scott points us to the answer at TVseriesFinale.com.
When it was announced that HBO would we cutting the series short after three seasons, fans signed petitions, took out an ad in Variety, sent letters and made calls indicating that they would cancel their HBO subscriptions at the end of Deadwood’s third season (next week). http://www.savedeadwood.net/
As a result, Deadwood will return next season, but instead of a full-blown 12-episode season to complete the series, HBO and (creator) Milch will instead produce a pair of two-hour movies.
Milch has said that he wasn’t in favor of doing a six-episode season because each episode of Deadwood has typically represented one day in the lives of the characters and South Dakota area. Shifting to two-hour movies will allow him to break that format and to be able to complete the storytelling he had for the final season.
From Podcasting News:
“About.com, a New York Times property, has launched a sponsored medical podcast about heartburn and acid reflux. Each podcast will be approximately three to five minutes long and will be introduced monthly. The series –the first of its kind on About.com– is sponsored by AstraZeneca, a pharmaceutical company that makes Prilosec and Nexium heartburn and acid reflux medications.”The podcasts allow us to provide educational information to patients in a unique and creative way,” said Dana Settembrino, brand communications manager, AstraZeneca.
Topics to be covered include: What Causes Heartburn; Acid Reflux and Your Diet; How to Talk to Your Doctor about Acid Reflux; Exercising with Acid Reflux; and How Stress Affects Your Acid Reflux.
According to Marjorie Martin, general manager, ABOUT Health, “Podcasts provide an exciting new format for delivering trusted health information. Users can now choose to listen online or take the information with them. This series on heartburn and acid reflux disease should provide the millions of sufferers with the tools to better manage their condition.”
Dr. Mona Khanna, M.D., M.P.H. is the program’s host. “Dr. Mona” is a quadruple board-certified practicing physician and Emmy award-winning medical correspondent.”
We covered heartburn on the Living Healthy Podcast back in February.
I find Henry’s conversational style more to my taste than Dr. Mona’s scripted read, but I’m hardly objective. Would love to know what AsstraZeneca is paying for this and their expectations. But one can assume they think this makes more sense than 30’s and 60’s. About.com seems like a good fit. You go looking for info on heartburn…and find a podcast on the subject.
But how sustainable is this? I think sponsoring something with broader topic scope might make more sense.
“…perhaps the answer is simply one:
one female angel dancing alone in her stocking feet,
a small jazz combo working in the background.
Poet Billy Collins‘ answer to the philosopher’s question (from Questions About Angles)
Recorded August 19, 200t